‘No Place like Chrome’ – Google Chrome and McLaren F1
Google Chrome activated its McLaren F1 sponsorship rights by engaging both avid and casual fans of the motorsports series at the Austin and Las Vegas Grands Prix.
Emirates gets extra event in DP World Tour renewal
Emirates has extended and expanded its ‘Official Airline’ and ‘Marketing Partner’ agreement with the DP World Tour for seven years until the end of 2031.
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Laporta gets his deal as Nike extends with Barça
Barcelona president Joan Laporta can claim financial vindication for a drawn out, attritional negotiation process with the club’s kit supplier Nike in an extension of the deal until 2038.
Oak View Group eyes growth from European division
US-based Oak View Group (OVG) launched a full venue services division in the UK and Europe this week in move that could see the sports venue operator and owner claim a greater slice of the venue sponsorship…
BKT gains traction from Ligue 2 activations
Indian tyre brand BKT has relied on a tried and tested activation strategy to promote its relationship with France's Ligue 2 and reach consumers of agricultural and specialised tyres.
Sydney joins WMM ‘Champions League’ elite
The upgrade of the TCS Sydney Marathon to World Marathon Major (WMM) status is akin to “joining the Champions League” or becoming a Grand Slam tennis tournament, according to the Infront agency.
Cruzeiro extends with Adidas until 2030
Brazilian championship club Cruzeiro has renewed its technical supplier agreement with Adidas until December 31, 2030
Mapfre names Copa del Rey as title model prevails
Insurance company Mapfre has signed as the first-ever title sponsor of Spanish football’s Copa del Rey as well as the women’s equivalent knock-out competition, the Copa de la Reina.
JSX targets lift-off from College Basketball Crown
Public charter jet service JSX aims to grow its brand across the US as a founding partner of College Basketball Crown, a new postseason tournament, organised by AEG and Fox Sports.
Mavs, Kings patch deals leave three still to go
The Dallas Mavericks and Sacramento Kings are the latest NBA franchises to secure jersey patch sponsors for the 2024-25 season – leaving three teams without a main jersey sponsor.